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New Survey Shows Impact of Gambling Advertising on Customers
The UK Gambling Commission (UKGC) has published its latest survey which reveals the impact of gambling advertising on customers. The survey included data from 6258 respondents.
Of the 4,566 respondents who had gambled in the past 12 months, 34% said that a post or media had prompted them to spend money on a gambling activity in that period.
Free bets or money to spend with a gambling company was the most likely to prompt a customer to engage in gambling, with 22% of gamblers reporting doing so.
Advertising on social media and TV had each prompted 15% of gamblers to gamble in the last 12 months. Direct marketing, sports sponsorships and newspaper advertising prompted 9%, 8% and 7%, respectively.
The Gambling Commission also asked those who had reported seeing gambling ads how, if at all, those ads had changed their gambling habits.
Of those respondents who had reported seeing traditional advertising from gambling companies – such as television or print ads – 52.8% said that the advertising had not changed the amount that they gambled.
Meanwhile, 13.0% said such ads prompted them to start gambling for the first time, while 16.3% said these traditional ads prompted them to increase the amount that they gamble.
A further 14.7% were prompted to restart gambling after taking a break from the activity because of these ads. Meanwhile, 10.1% said the ads prompted them to change what they gambled on or try a new form of gambling.
Free bets or money to spend with a gambling company was shown to be the most effective new customer acquisition method, as 25.9% of those who had gambled in the last 12 months and seen posts or advertising said that free bets prompted them to start gambling for the first time.
Free bets also led to 18.6% of viewers restarting gambling after taking a break.
Of the advertising methods examined, the Gambling Commission said free bets had the lowest rate of responses saying they had not changed the amount that respondents gambled, at just 35.2%.
Direct marketing via email, text message or push notification appeared to be more effective with existing or lapsed customers, however. It was cited by most respondents as prompting them to increase the amount they gambled, at 21.8%. It was also the method that prompted most people to restart gambling after taking a break, at 19.6%.
The figures also showed that 85% of those surveyed reported having seen any gambling advertising or sponsorship. In total, 83% reported having seen advertising and 78% having seen sponsorship.
These figures are down on 2019’s survey which showed 87% of people had seen advertisements or sponsorships, with 86% seeing advertisements and 82% sponsorships.
Television advertising was the most widely seen format for gambling advertising, with 76% of respondents reporting seeing this.
Gambling sponsorships on TV, radio or podcasts were the next most common format for people to see, at 67%. Other common places to see gambling advertising or sponsorships were on sports merchandise (60%), in sports venues (59%) and online outside social media (56%).
The least common reported place to see a gambling advertisement was via direct marketing, either by email, text message or push notification, which 37% of respondents reported seeing.
The data showed that young people are more likely to see gambling advertising online, with 77% of people aged 18 to 24 saying they had seen gambling ads online, compared to 55% of those 65 and over.
Of those surveyed, most (68%) said they use social media but don’t follow gambling operators or companies. Meanwhile, 17% said they do not use social media or streaming platforms, and 16% said they do follow or watch gambling companies.
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AI
QCI to Showcase Agentic Platform Capabilities at IGA 2026
Quick Custom Intelligence (QCI), a leading provider of AI-driven operations software for tribal gaming resorts, announced it will showcase its evolving QCI Agentic Platform at the Indian Gaming Association (IGA) Tradeshow & Convention, March 31–April 2, 2026, at the San Diego Convention Center (Booth #2735).
The QCI Agentic Platform reflects the continued advancement of the company’s enterprise system, enabling operators to move from real-time insight to real-time action across gaming, marketing, player development, and hotel operations. Designed for on-premise and hybrid environments, the platform supports secure, property-level AI deployment while maintaining full operational control.
Rather than introducing a new system, QCI’s approach extends the capabilities operators already use—bringing analysis and execution closer together within a unified operational environment.
“This is a continuation of the platform our customers already rely on. We’re building on what works and extending it, so operators can act on information faster, without changing the way their business runs,” said Dr. Ralph Thomas, Co-Founder and CEO of QCI.
The QCI Agentic Platform builds on QCI’s established product suite, including:
• AGI56.1, a major platform release featuring more than 1000 enhancements across operations
• Chatalytics, QCI’s conversational analytics interface for real-time data access
• QCI Dispatch, a new core operational tool supporting real-time coordination and execution
Together, these capabilities enable operators to unify data, streamline workflows, and respond more quickly to changing conditions across the property.
Attendees will experience how QCI connects data, decision-making, and execution within a single operational system.
“We’re focused on practical improvements that help teams do their jobs more effectively. This is about making systems more responsive, more connected, and easier to use in day-to-day operations,” added Thomas.
The post QCI to Showcase Agentic Platform Capabilities at IGA 2026 appeared first on Americas iGaming & Sports Betting News.
Eeze
Eeze signs global partnership with EveryMatrix
Eeze, the next-generation casino supplier, has announced a comprehensive global distribution agreement with EveryMatrix, extending the reach of its live dealer and upcoming slots portfolio to EveryMatrix’s worldwide partner network.
Under the partnership, Eeze’s full range of live dealer titles, including its recently launched Fusion Roulette, alongside forthcoming slot releases, will be made available across EveryMatrix’s Game Aggregator Network. The deal covers EveryMatrix’s active markets globally, marking a key milestone for the supplier’s international expansion.
Mikko Hoglund, Partnership Manager at Eeze, said:
“Partnering with EveryMatrix is an important moment for us as we look to push our games to a wider network of players than ever before. We have a lot of exciting product releases to come in the next few months, and know that these games, as well as our existing portfolio, will be well received across EveryMatrix’s customer base.”
Bjorn Sjoberg, Chief Commercial Officer at EveryMatrix, added:
“We are very pleased to be adding Eeze’s full product suite to our aggregation offering. With best-in-class live products and an exciting array of RNG games on the roadmap, we’re confident that our customers will enjoy the differentiation these titles bring to market.”
With this partnership, Eeze strengthens its footprint in regulated markets and positions its Fusion Roulette and slot titles for maximum visibility, giving operators a compelling mix of content to offer players worldwide.
The post Eeze signs global partnership with EveryMatrix appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Aristocrat Gaming
Aristocrat to Unveil New Class 2 Games at the 2026 Indian Gaming Tradeshow & Convention
Aristocrat Gaming and Aristocrat Interactive to unveil a broad portfolio of new products at the 2026 Indian Gaming Tradeshow & Convention (IGA) in San Diego, Calif., at booth #1629. Among the more than 60 innovations on display, highlights will include the tradeshow premiere of several Class 2 games; Class II Mobile, which bridges the gap between the casino floor and the digital world; Modernized Membership, designed to enhance operator-player relationships; and the newly acquired Gaming Analytics, bringing powerful data-driven insights to operators.
Aristocrat Gaming will reinforce its position as the leader in Class 2 gaming with several tradeshow premieres and expansions of player-favorite game families, including:
• Mr. Money Bags Makes Another Mint is a sequel to the original player-favorite, now with Triple Metamorphic features that can be triggered by themselves, in pairs, or all three at once. Plus, a new Frenzy Cash feature can trigger a wheel bonus for a chance at the Frenzy Jackpots SSP.
• Mr. & Ms. Money Bags brings the ever-popular Mr. Money Bags to a new stepper game and introduces a new VGT character – Ms. Money Bags. This all-new game appears on the new Marquis cabinet with a digital wheel showcase and a double metamorphic that can be triggered independently or together.
• Other titles on display include popular Class 3 hits, now available in Class 2: Coin Trio Buffalo, Spooky Link, and Bao Zhu Zhao Fu Ignite Blue and Red Prosperity.
Hardware also takes center stage, and the company’s games will appear on the industry’s leading cabinets in both Class 2 and Class 3. Aristocrat Gaming will show a breadth of content for The Baron Portrait, The Baron Upright, Crown Bartop, King Max, Marquis, MarsX Portrait, MarsX Upright, and Neptune Single cabinets.
Class 3 titles include Bao Zhu Zhao Fu Firecracker Express, Lightning 10 Year Storm, and Spooky Link Grand, which all recently made their official U.S. debuts. Also on display will be MONOPOLY Big Board Bucks and NFL Super Grand Champions, both first seen by attendees at G2E 2025. Finally, show attendees can look forward to seeing player-favorite titles such as The Hunt for Neptune’s Gold, Crazy Dragons, and Fo Mo Mummy.
Gaming Systems from Aristocrat Interactive are modernizing both the cardless and cashless membership journey, all while increasing operator efficiency, player loyalty, and maximizing loyalty programs. Software solutions on display include OASIS Loyalty, OASIS Connect, PlayerMax, and Oasis Digital Wallet. Transformative hardware solutions in the booth include nCompass and Intelligent Card Reader Pro.
Aristocrat Interactive iGaming & Sports will display the Class II Mobile Solution. Class II Mobile bridges the gap between the casino floor and the digital world by delivering player-favorite games anytime, anywhere on approved tribal gaming land. Class II Mobile is a full turn-key solution and is built on a proven tech stack. It extends the casino brand directly into players’ hands and helps to boost retention with built-in loyalty and real-time engagement, all while offering geolocation solutions. Class II Mobile can evolve into a full-scale digital ecosystem with built-in Sports and iGaming PAM built to scale.
Gaming Analytics, recently acquired by Aristocrat, is a U.S.-based provider of A.I. technology for real-time player analytics, slot optimization, and marketing automation, designed to work alongside traditional casino management systems. At IGA, Gaming Analytics will exhibit at booth #1406 with live demonstrations across slots, database marketing, and player development. The company will present examples of how casino teams use GA’s A.I. to reduce operational friction, speed decision-making, send real-time insights to host teams through its mobile app, and gain clearer floor visibility to identify performance issues.
The post Aristocrat to Unveil New Class 2 Games at the 2026 Indian Gaming Tradeshow & Convention appeared first on Americas iGaming & Sports Betting News.
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